Article Sidebar

Download
PDF
Statistic
Read Counter : 131 Download : 133

Main Article Content

Abstract

Instagram has become a crucial platform for fashion businesses to interact with consumers and build brand image. User-generated content (UGC) plays a significant role in this process. This research examines the effect of social interaction and technical feature attractiveness of UGC advertising on Instagram on JackArmy's brand image. This study employs an explanatory survey involving 293 JackArmy's Instagram account followers. Data were analyzed using Partial Least Squares (PLS) with SmartPLS 3.0 software. The findings indicate that social interaction and technical feature attractiveness of UGC advertising positively influence JackArmy's brand image. This research highlights the importance of UGC in digital marketing strategies, particularly for fashion businesses. Social interaction and content quality of UGC are proven to be critical factors in building a positive brand image among consumers.

Keywords

Instagram Brand Image User-Generated Content Social Interaction Fashion Business

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Gobel, E., Mulyani, H. S., & Gemiharto, I. (2024). User-Generated Content as a Brand Image Builder: An Explanatory Study on Instagram’s JackArmy Fashion Brand Image. Ilomata International Journal of Social Science, 5(4), 971-984. https://doi.org/10.61194/ijss.v5i4.1326

References

  1. Bahtar, A. Z., & Muda, M. (2016). The Impact of User–Generated Content (UGC) on Product Reviews Towards Online Purchasing – A Conceptual Framework. Procedia Economics and Finance, 37, 337–342. https://doi.org/10.1016/S2212-5671(16)30134-4
  2. Bruce, E., Keelson, S., Amoah, J., & Egala, S. B. (2023). Social media integration: An opportunity for SMEs sustainability. Cogent Business & Management, 10(1). https://doi.org/10.1080/23311975.2023.2173859
  3. Creswell, J. W., & Creswell, J. D. (2018). Research design: qualitative, quantitative, and mixed methods approaches (5th ed.). Los Angeles, CA, USA: SAGE Publications, Inc. Retrieved from https://edge.sagepub.com/creswellrd5e
  4. Di Gangi, P. M., & Wasko, M. M. (2016). Social Media Engagement Theory. Journal of Organizational and End User Computing, 28(2), 53–73. https://doi.org/10.4018/JOEUC.2016040104
  5. Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., … Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
  6. González-Serrano, M. H., Alonso-Dos-Santos, M., Crespo-Hervás, J., & Calabuig, F. (2024). Information management in social media to promote engagement and physical activity behavior. International Journal of Information Management, 78, 102803. https://doi.org/10.1016/j.ijinfomgt.2024.102803
  7. Halliday, S. V. (2016). User-generated content about brands: Understanding its creators and consumers. Journal of Business Research, 69(1), 137–144. https://doi.org/10.1016/j.jbusres.2015.07.027
  8. Imbeau, L. M., Tomkinson, S., & Malki, Y. (2021). Descriptive, Explanatory, and Interpretive Approaches. In Research Methods in the Social Sciences: An A-Z of key concepts (pp. 81–85). Oxford University Press. https://doi.org/10.1093/hepl/9780198850298.003.0020
  9. Joshi, A., Kale, S., Chandel, S., & Pal, D. (2015). Likert Scale: Explored and Explained. British Journal of Applied Science & Technology, 7(4), 396–403. https://doi.org/10.9734/BJAST/2015/14975
  10. Khusnul Khotimah, N. W., & Tanti, D. S. (2023). Tantangan Pengelolaan Media Sosial Instagram Untuk Menjaga Engagement dan Loyalitas Pelanggan Pada Masa Pandemi (Studi Pada Everskin Klinik Senopati). Jurnal Visi Komunikasi, 22(01), 28. https://doi.org/10.22441/visikom.v22i01.19142
  11. Kusuma, D. F., & Sugandi, M. S. (2019). Strategi Pemanfaatan Instagram Sebagai Media Komunikasi Pemasaran Digital Yang Dilakukan Oleh Dino Donuts. Jurnal Manajemen Komunikasi, 3(1), 18. https://doi.org/10.24198/jmk.v3i1.12963
  12. Marshall, G. (2005). The purpose, design and administration of a questionnaire for data collection. Radiography, 11(2), 131–136. https://doi.org/10.1016/j.radi.2004.09.002
  13. Mazhar, S. A. (2021). Methods of Data Collection: A Fundamental Tool of Research. Journal of Integrated Community Health, 10(01), 6–10. https://doi.org/10.24321/2319.9113.202101
  14. Meier, A., & Peters, M. (2023). Limited engagement of SMEs with social media: A structuration and sensemaking perspective. Information & Management, 60(7), 103853. https://doi.org/10.1016/j.im.2023.103853
  15. Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science, 31(1), 10–29. https://doi.org/10.1080/21639159.2020.1808812
  16. Mustofa, M. (2024). Epistemology of Paradigms for Positivism, Interpretivism, and Action Research in Educational Research: A Literature Review. Journal of Office Administration : Education and Practice, 3(3), 214–224. https://doi.org/10.26740/joaep.v3n3.p214-224
  17. Nanne, A. J., Antheunis, M. L., Van Der Lee, C. G., Postma, E. O., Wubben, S., & Van Noort, G. (2020). The Use of Computer Vision to Analyze Brand-Related User Generated Image Content. Journal of Interactive Marketing, 50(1), 156–167. https://doi.org/10.1016/j.intmar.2019.09.003
  18. Paradis, E., O’Brien, B., Nimmon, L., Bandiera, G., & Martimianakis, M. A. (Tina). (2016). Design: Selection of Data Collection Methods. Journal of Graduate Medical Education, 8(2), 263–264. https://doi.org/10.4300/JGME-D-16-00098.1
  19. Park, Y. S., Konge, L., & Artino, A. R. (2020). The Positivism Paradigm of Research. Academic Medicine, 95(5), 690–694. https://doi.org/10.1097/ACM.0000000000003093
  20. Philp, M., Jacobson, J., & Pancer, E. (2022). Predicting social media engagement with computer vision: An examination of food marketing on Instagram. Journal of Business Research, 149, 736–747. https://doi.org/10.1016/j.jbusres.2022.05.078
  21. Ray, A., & Bala, P. K. (2021). User generated content for exploring factors affecting intention to use travel and food delivery services. International Journal of Hospitality Management, 92, 102730. https://doi.org/10.1016/j.ijhm.2020.102730
  22. Robinson, J. (2014). Likert Scale. In Encyclopedia of Quality of Life and Well-Being Research (pp. 3620–3621). Dordrecht: Springer Netherlands. https://doi.org/10.1007/978-94-007-0753-5_1654
  23. Sari, M., Rachman, H., Astuti, N. J., Afgani, M. W., & Siroj, R. A. (2022). Explanatory Survey dalam Metode Penelitian Deskriptif Kuantitatif. Jurnal Pendidikan Sains Dan Komputer, 3(01), 10–16. https://doi.org/10.47709/jpsk.v3i01.1953
  24. Simatzkin-Ohana, L., & Frosh, P. (2022). From user-generated content to a user-generated aesthetic: Instagram, corporate vernacularization, and the intimate life of brands. Media, Culture & Society, 44(7), 1235–1254. https://doi.org/10.1177/01634437221084107
  25. Somerfield, K., Mortimer, K., & Evans, G. (2018). The relevance of images in user-generated content: a mixed method study of when, and why, major brands retweet. International Journal of Internet Marketing and Advertising, 12(4), 340. https://doi.org/10.1504/IJIMA.2018.095360
  26. Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D (I). Bandung: Alfabeta. Retrieved from https://cvalfabeta.com/product/metode-penelitian-kuantitatif-kualitatif-dan-rd-mpkk/
  27. Taecharungroj, V. (2019). User-generated place brand identity: harnessing the power of content on social media platforms. Journal of Place Management and Development, 12(1), 39–70. https://doi.org/10.1108/JPMD-11-2017-0117
  28. Tanujaya, B., Prahmana, R. I., & Mumu, J. (2022). Likert Scale in Social Sciences Research: Problems and Difficulties. FWU Journal of Social Sciences, 89–101. https://doi.org/10.51709/19951272/Winter2022/7
  29. Vitara, V., & Kurniawati, M. (2023). Pengaruh Social Media Engagement Tiktok Terhadap Impulse Buying Produk Pakaian Pada Dewasa Awal. Jurnal Humanipreneur, 2(2), 15–21. https://doi.org/10.53091/hum.v2i2.39
  30. Yeo, S. F., Tan, C. L., Kumar, A., Tan, K. H., & Wong, J. K. (2022). Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry. Technological Forecasting and Social Change, 177, 121551. https://doi.org/10.1016/j.techfore.2022.121551
  31. Zhuang, W., Zeng, Q., Zhang, Y., Liu, C., & Fan, W. (2023). What makes user-generated content more helpful on social media platforms? Insights from creator interactivity perspective. Information Processing & Management, 60(2), 103201. https://doi.org/10.1016/j.ipm.2022.103201